If your company has a sustainability initiative -- and seemingly every one does these days -- how do you successfully leverage these investments throughout your communications? Is “green” to be imbedded in your brand? Does having a sustainability policy or offering green products drive trial? Increase loyalty? Is it a customer message? An investor message? Both?
Many CPG companies have jumped on the green bandwagon in response to Wal-Mart’s 15-point supplier sustainability mandate. However, Wal-Mart is not the only one paying attention.